As Linear Ratings Continue to Slide, Buyers Say Those Viewers Will 'Never' Return to TV

Cord-cutting and new OTT offerings continue linear's decadelong decline

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As usual, the broadcast networks entered the new TV season with the same glass-half-full optimism exhibited by baseball teams in spring training, where it’s all blue skies and high hopes until the season officially begins.

But the reality is that linear ratings will continue to plummet this season, as viewing habits continue to rapidly change as a result of cord-cutting and a glut of current and new streaming services. Last season, three out of five broadcasters saw double-digit declines in 18-49 ratings versus the previous season.



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